"There's no doubt that this will be the premier entertainment facility in all of South Dakota," Ben Wrigley with Legends Sales and Marketing said.

Legends Sales and Marketing is the company the city contracted to sell advertising and premium seating inside the new events center. The company has worked with similar sized venues around the nation, as well as huge projects such as the new Yankees stadium in New York and Cowboys Stadium near Dallas.

"You're really still talking about the same basic blocking and tackling and the sales basic. What went into there versus here, the difference is the size of the staff was considerably larger and certainly we don't need that manpower here, but the same premises," Wrigley said.

The company will begin selling sponsorship deals in January. Come February it will begin selling the suites in the new events center. Between now and then it will finish up its market analysis, because its job is to get the top dollar for each possible deal.

"That's going to keep the building clean on a daily basis. That's what's going to keep the building running effectively and what's important is that we spend a quality amount of time now, today, preparing for sales," Wrigley said.

Other highlights noted by the architecture include additional ADA seating and accessibility, a high number of bathrooms especially for women, and reworking the current parking lot to make it more efficient.

Construction crews are currently working on the footings of what will become the new Denny Sanford PREMIER Center in Sioux Falls. The structure will start going up just after the first of the year.